Global advertising and public relations

Question 1

Integrated marketing communications

Answer 1

is an approach to the promotion element of the marketing mix that values coordination and integration of a company’s marketing communication strategy

Question 2

marketing communication types (5)

Answer 2

sales promotion
trade shows
direct selling
public relations
personal selling

Question 3

information source

Answer 3

an international marketing executive with a product message to communicate

Question 4

encoding

Answer 4

converting the message from the source into effective symbolism for transmission to a receiver

Question 5

a message channel

Answer 5

the sales force and/or advertising media that convey the encoded message to the intended receiver

Question 6

decoding

Answer 6

the interpretation by the receiver of the symbolism transmitted from the info source

Question 7

receiver

Answer 7

those who receive the message and are the target for the though transmitted

Question 8

feedback

Answer 8

info about the effectiveness of the message that flow from the receiver back to the info source for evaluation

Question 9

noise

Answer 9

uncontrollable and unpredictable influences that detract from the process and affect any or all of the other aspects

Question 10

laisez-faire

Answer 10

each country follows its own course developing its own ads baced on what the local managers think would work best in that market

Question 11

export advertising

Answer 11

the creative strategy is produced inhouse or by a centrally located ad agency and then “exported” without inputs from foreign markets

Question 12

prototype standardization

Answer 12

Advertising infrastructure/ guidelines are given to local affiliates concerning the execution of the advertising

Question 13

regional approach

Answer 13

every region produces its own campaign

Question 14

concept cooperation

Answer 14

central headquarters develops the positioning them and brand identity but responsibility for execution is up to the local markets

Question 15

T’/F There is always complete information about coverage

Answer 15

false

Question 16

T/F There are no laws governing comparative advertising in any country

Answer 16

false

Question 17

trade show

Answer 17

a gathering of company representatives organized around a product, a group of products, or an industry at which company personnel can meet with perspective customers and gather competitor intelligence

Question 18

public relations

Answer 18

the organizational function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, and handling or heading off unfavorable stories or events and ma

Question 19

publicity

Answer 19

communiciation about a company or product for which the company does not pay

Question 20

corporate advertising

Answer 20

advertising that is not designed to directly stimulate demand for a specific product but rather the org/company

ex:pizza hut baloons

Question 21

image advertising

Answer 21

type of corporate advertising that informs the public about a major event, such as a change, merger, etc.

Question 22

advocacy advertising

Answer 22

a form of corporate advertising in which a company presents its point of view on a particular issue

Question 23

T/F A company adopting an ethnocentric approach to worldwide public relation activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort

Answer 23

false